Product Marketers, unite!

In a word...

Disruption–the good kind-happens when you fill a room with the best and the brightest among your peers, thought leaders, and product marketing gurus. That’s the inspiration behind Product Marketing Community Boston–created by product marketers for product marketers. With the theme “Architects of Growth”, it’s a day packed with insights, networking, and “Holy crap, I didn’t know that!” moments.

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Take a peek in the mirror—we can wait. Are you seeing a Product Marketer, Product Manager, Field Marketer, Content Marketer, Analyst, Coordinator or Product Engineer? Then yes, you’ll want to be here. This day is about ideas and best practices that can help turn products and plans into revenue.

Product Marketing in the B2B context is such a critical role, yet very rarely do you find a forum that provides the level of practical insights like the Product Marketing Community. The Toronto conference was just what I needed to get up to speed on industry best practices and to network with like-minded product marketers! If you want to be an Architect of Growth, attend Boston Product Marketing Conference on April 27!

If you’re passionate about elevating your Product Marketing role so as to influence revenue growth, customers retention and awareness, join our friends at the Product Marketing Community April 27 in Boston. If it’s anything like their conference in Toronto and San Francisco , You’re in for a treat.

Rebecca KalogerisVice President, Marketing, Pragmatic Marketing Inc.

In the world of B2B marketing, there is perhaps no more strategic, but less understood role than of Product Marketing. I’m very excited to join the Product Marketing Community to better articulate the mission and role of this critical function.

Jim WilliamsVice President, Marketing, BlueCat

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Conferences like this one

Keynote speakers

The best thinking comes in 3’s

Diane Pierson

Pragmatic Instructor

From the razor-sharp minds of Pragmatic Marketing you’ll hear a fresh set of reasons why successful product marketing begins way back at the blueprint stage. Hear real-life case studies, and pick up new techniques for creating adaptive go-to-market strategies.

Beth Caplow

Strategy & Product Marketing

You might think it’s easier to broker Middle East peace then to get your Product Marketing and Product Management teams to work in harmony. SiriusDecisions provides tips and best practices from for helping these key players work together for maximum effect.

Michael Maziarka

Research Director

So you’ve got a premium product, and you’ve cultivated key contacts – but still the prospect says ‘no thanks’. CEB will explain why this happens more than you might think, as they share strategies for winning over that elusive ‘challenger’ customer.

Product marketing is an often-unheralded role that should be renamed "Architects of Growth.” It’s
also the role that interfaces with more functions and has a more diverse list of things to do than
any other marketing function, which can be overwhelming. It’s time to Unleash Possible and
learn from author, Samantha Stone, about practical steps to earning credibility with sales and
developing content that drives revenue!

Product marketing teams are generating more content - more communications - than ever. Yet we often miss the mark when it comes to really engaging buyers. Why? Diane Pierson, marketing strategy expert and instructor at Pragmatic Marketing, will outline not only why this happens, but how to fix it. This topic will include learnings from your peers on creating an effective Buyer Persona, documenting the Buyer Experience and bringing both to life within your organization, and in your marketing efforts.

More details to come...
10:20-10:40 -- Spotlight speaker – Bertrand Hazard, VP Marketing, TrustRadius
Want the Brutal Truth, Not Slick Messaging
• Here is the sad truth for all of us who have spent countless hours crafting product messaging and
creating one-pagers: today's B2B buyer is less reliant on, and less trusting of, vendor-produced
materials. Instead buyers want to hear from their peers and current customers.
• In this session, TrustRadius VP Marketing, Bertrand Hazard, will present the key finding from
their latest annual study into how technology buyers research products, where vendors are falling
short, and what vendors can do to have greater impact on purchasing decisions
• Most importantly he will share what these key findings mean for us product marketers.
• 10:45-11:00 -- MC Q&A with 3 speakers above (audience provides questions/ insights right from the kick-off via
ThoughtExchange app)

Here is the sad truth for all of us who have spent countless hours crafting product messaging and
creating one-pagers: today's B2B buyer is less reliant on, and less trusting of, vendor-produced
materials. Instead buyers want to hear from their peers and current customers.
• In this session, TrustRadius VP Marketing, Bertrand Hazard, will present the key finding from
their latest annual study into how technology buyers research products, where vendors are falling
short, and what vendors can do to have greater impact on purchasing decisions
• Most importantly he will share what these key findings mean for us product marketers.

Even the best designed offerings don’t market and sell themselves. To ensure new offerings get
off to the right start and are commercially successful over time, portfolio marketers must have a
well-crafted launch plan that provides the right context and direction for marketing, sales, product
and even executive teams.
• An effective launch plan ties launch activities to measurable goals oriented around external and
internal audiences – ensuring that overall business objectives are achieved.
• This presentation will demonstrate how to develop a strategic plan to get the desired results
you're looking for from your launch

“Hey Marketing, my product just went code-complete, isn’t that great? You can go ahead and launch it now!”. We’ve all been there before - blindsided by unexpected product releases resulting in rushed enablement, impossible deadlines, and mismatched expectations. Learn how Fuze managed a dozen product launches in a single year by initiating clear SLA’s, multiple launch tiers, and a unique role within the team.

As product and growth marketers, we’re on the line to successfully bring our products to
market. The daunting reality is that most products launched today result in marginal
success. What are we missing? What steps can we take to launch our products and achieve
success? Join Travis Kaufman, VP Product Growth @ Aptrinsic as he discusses key activities
you can incorporate today to make your next product launch a success

Creating great products and services is not nearly as hard as bringing them to market
successfully.
• This presentation explores the dynamics of how enterprises approach technology purchase
decisions and what influences them the most. Use this knowledge to train your marketing, sales
and partner teams to adapt their approach and frame the opportunity within the context of the
customer’s situation

One of the biggest challenges for Product teams is to provide the right combination of sales tools
and support programs for Sales teams. Sales teams frequently complain that their sales tools are
off the mark and their product training doesn't provide any real competitive edge. This does not
have to be the case.
• My neighbor’s dog, Cody, is friendly, full of energy and a ton of fun. Cody also has instinctive
behaviors that, it turns out, are highly suited for the B2B sales process -- and have been used
effectively to initiate several B2B enterprise sales.
• During this session, we will walk through a typical B2B sales engagement and apply highly-useful
lessons learned directly from Cody. Some of the topics we will cover include:
• Choosing the right markets
• Generating awareness
• Establishing rapport
• Building credibility and trust before you pitch your product
• Aligning your sales tools with your customers buying process
• Planting curiosity hooks

We are happy to announce that we are partnering with Thoughtexchange to try something new
during this year’s event. In an effort to make your time with us as valuable as it can be, we are
committing to set aside thirty minutes for you to share with and learn from your peers on the
topics that are most important to you right now in your professional lives.
• In the days before the event look for an invitation to share your thoughts and rate the thoughts of
others to help us identify the topics that will be most valuable for this part of the day. We look
forward to it!

Conference starts in…

Registrations are now open!

Still a deal until April 20

I joined the community to promote excellence in marketing and to share and learn from peers in the industry with a focus on Product Marketing in a B2B environment. Join us April 27th.

Adam HowatsonChief Marketing Officer, OpenText

Many Product Marketers have learned “on the job” and have misconceptions about the role and its responsibilities. The Product Marketing Community conference was a great opportunity for me to share best practices that we’ve learned at SiriusDecisions, as well as to hear various Product Marketers perspectives on the key activities and deliverable they utilize to achieve commercial success. Let’s continue the dialogue in Boston

Jeff LashVP & Group Director, Go-to-Market, SiriusDecisions

The Product Marketing Community brings together a diverse set of marketing leaders representing companies large and small. What better a forum to advance the profession then by tapping into the minds and experiences of your fellow “Architects of Growth”?

Andrew DixonVice President, Marketing, SAS

Meet our partners

Inspiration. Insights. Food.

Join the Community

Are you responsible for Product Growth? Do you work with marketing to drive Awareness & Acquisition, and product to improve Activation and Retention? If the San Francisco Conference is anything like the Boston version, attend. You’ll connect with and learn from peers and thought leaders who’ll share tips on how to drive the needle on your product growth.

Chris LongProduct Growth Lead, Shopify

The Product Marketing Community conference was just what my team needed to get up to speed on the latest research-based best practices as they continue to be refined in the area. We walked away with ready-to-implement insights that will help grow our business.

Eric FletcherVice President, Marketing, RICOH

I joined the Product Marketing Community to create a strong community of knowledge from which to build a stronger and better understood discipline for Product Marketers. By doing this, we improve our contributions and also help other roles such as product management, sales field marketing etc. be more effective.